10 Tips for Marketing Your Law Firm on Facebook

In January of 2014, Facebook released information about global usage of
the popular social networking site. It revealed that over 1.2 billion
people use Facebook on a monthly basis, with over 755 million users on
the platform each and every day. With such a large presence of regular
users, Facebook can and should be utilized as a marketing tool for businesses,
including law firms.

Facebook is a unique tool for self-marketing since is it intended to be less formal
than many other marketing routes. Facebook users are more likely to use
the website as a means to build relationships with other people, products,
and brands; interactions on this platform should be less businesslike
and involve a personalized touch to connect with your audience.

Below, I have outlined the top 10 underutilized tips that can help any
attorney and law firm market their business to potential clients in their area.

1) Fill out your profile with important information and keep details updated.

For many people, the information they find on your Facebook profile will
be the first interaction they have with your firm. You should take the
time to make your profile reflect you: what makes you stand out as an
attorney, what is different about your firm, any awards and accolades
you have won, and contact information for those seeking to get in touch
with you. Take the time to give someone the information they need right
off the bat while still allowing your personality to shine through! This
grants you the opportunity to customize the information specifically to
your needs and connect with potential clients seeking legal services.

While personalization will be important, you must also remember that Facebook
is prime marketing space. Your profile should absolutely be a reflection
of you, but also market your firm. One way to do this is by using your
cover photo as ad space. Choose a photo that prominently displays the
name of your law firm, a selling point or two, and contact information
allowing a client to reach out to you. But don’t let Facebook be
your only selling point! Make sure to point to your website, Google, Twitter,
and other pages that can further guide a client to your services.

2) Establish yourself as an authority in your field by making connections.

One way to connect with potential clients will be showing that you know
what you’re talking about, or being considered an authority. Making
connections with other attorneys, law firms, and legal groups in your
area can help establish yourself as an authority in two different ways:
first, it will show that you are involved and active in the legal field,
and two, that you are involved in the community your firm is located.
One of the best ways to make connections is by asking friends and family
to like and share your firm’s page, and since people often connect
with what is local to them, you might find others liking your page when
they see others in their area have done so. The wider your reach, the
more likely it is that you will show up in searches for those looking
for similar things, allowing you to have more exposure to potential clients.

3) Use your wall to post engaging content that gives your followers something
to read, both related to your firm and to the legal field.

Once you have filled out the information on your profile and made connections
with others in your field, keeping users engaged will allow your reach
to grow. By posting relevant, unique, and interesting content, you will
find Facebook users going to your page to get updates, share what you
post, and connect with potential clients earlier.

Using Facebook to market yourself means that you need to keep people engaged
with you while simultaneously driving up your business. Some suggestions
of things to post on your wall to engage others can include:

Current events happening with your firm

Recent case results- this is the product you’re selling!

Photos of events you have been involved in

Videos explaining legal concepts

News stories you have been featured in

Niche content that explains current events in the legal field

When you post this information to your firm’s wall, it can appear
on the news feed of those that have liked your page, even appearing on
their friend’s walls. Sharing this information on your personal
profile can further increase the reach of the content you post. If it’s
unique and innovative content, you may find it getting shared over and over!

This is a great strategy to engage users on your website as well. A personal
blog on your website can work in tandem with social media to reinforce
one another- you can write an article about a case result on your blog,
post it to Facebook, and drive traffic to your website.

4) Create conversations with your followers on your wall and on theirs.

Speaking directly with clients can help you establish yourself as an authority
in your field. While you know that you know what you’re talking
about, you need to show others that you are to be trusted with their case.
Has someone posted about a relevant current event? Comment with legal
premises, court cases, and other current events that relate. Ask questions
on your wall to encourage others to interact with you, post tips that
people can find relevant (for example, five ways to avoid a DUI on Super
Bowl for a DUI or criminal defense attorney), and share information about
your life on your page. The conversations you have are important in marketing
your firm!

5) Interact with your larger networks, not only the people that follow you.

Interaction is key! Clients are more responsive when they feel like someone
is listening to them, and Facebook is a valuable tool for engaging these
potential clients on a personal level.

Talking with potential clients on Facebook is as easy as:

Responding to comments on your wall or things you post

Engaging with other legal professionals in groups

Sending messages to those that reach out to you

Liking posts

Signing posts with a personalized response

Remember, while Facebook encourages personal interaction, your page is
a reflection of your business. You should keep all interactions professional
no matter how you’re interacting with others.

6) Use Facebook to develop connections off of Facebook.

Just because an interaction took place on Facebook does not mean you need
to keep it online. If someone reaches out to you via comment or message
about a situation they are involved in, needing legal guidance, or asking
questions about your legal services, this is the best chance to engage
them off of Facebook. Invite them for a consultation over the phone or
at your office. Some attorneys provide these consultations free of charge
to further encourage these conversations as a marketing tool.

7) Utilize events and community affairs to your benefit.

Don’t underestimate the power of community events to market your
law firm on Facebook. Through blog posts on your websites that can be
shared to your Facebook page and event invitations shared with your networks,
event involvement can be huge for your firm. Events encourage a wide variety
of people to get involved, not only those that are directly seeking legal
advice. If an event is thrown in coordination with another group, you
can widen the circle of Facebook users that have access to your firm and
your page by inviting the other people or group to be administrators on
the Facebook event page and share what's happening with their networks.
You never know who knows someone that needs your help!

8) Develop a regular plan to update content and keep Facebook a part of
your strategy.

Successful marketing on Facebook involves regular involvement on the platform.
Attorneys that have active profiles usually have more likes, reviews,
and a wider overall network. No one expects that you abandon your usual
tasks or place all of your efforts into Facebook marketing but rather,
involve Facebook as part of your marketing plan. Here’s a tip: download
the Facebook app on your cell phone or use relevant hashtags, such as
#FamilyLawFriday to keep yourself on target and encourage other users
to get involved with your campaign.

9) Let your networks work on your behalf by creative calls to action.

Don’t assume that all of your marketing efforts must be yours alone.
Once you have developed a small network, you can use these people to help
you in your efforts. Calls to action can help engage your users, widen
your visibility, and encourage clients to call your firm! One method that
many businesses use to market themselves is to encourage shares and likes
of their page for a prize. Consider creative ways to let your network
do your marketing on your behalf, and watch your efforts pay off!

If you are having a particularly difficult time marketing yourself on Facebook,
it may be worthwhile to consider Facebook advertising for your firm. The
website offers some paid options that allow you to set a budget and a
target audience and Facebook will show your ads accordingly. This may
be a good option for some attorneys, but it is not the only option to
market yourself on this platform. Look into Facebook advertising if you
think it may help you, but with a little work, you can surely market your
law firm on your own.

Self-marketing can be intimidating, and social networking platforms, including
Facebook, Twitter, Instagram, Pinterest, and more, provide a valuable
and unique method of engaging consumers. With your clients right at your
fingertips, Facebook marketing involves a little bit of hard work with
a high payoff. Good luck on your marketing journey!

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About the Author

Scorpion is a full-service digital marketing agency that helps clients maximize their visibility on the Internet, reach the right audiences online, and generate high-quality leads. Businesses and brands turn to Scorpion for proven online marketing solutions, as well as award-winning technology and customer service. Google named Scorpion, the Champion of Customer Satisfaction for two years in a row.